It’s interesting as I speak to people in the marketplace looking to market their business on the internet. They always seem so skeptical and pessimistic about pay per click advertising. It’s funny, they weren’t skeptical about dropping $30,000 on a Yellow Pages ad back in 1997, but pay per click is scary. What?
If you look at traditional offline marketing and much of online marketing, it all has one problem marketers have been wrestling with since the dawn of time. And that is how to break through the landscape of an uninterested mind to convert it to an interested mind, so much so that that the now interested brain sends an electrical signal to the arm and hand to pick up a phone to contact the advertiser.
Sounds like a pretty tall order, which is why the Yellow Pages became so successful. It was the one departure from traditional marketing that allowed advertisers to avoid this first painful hump. With the Yellow Pages, if they find your ad, they are already looking for you. No one goes to the plumbing section of the Yellow Pages when they are thinking about anything but plumbing.
And so it is with pay per click advertising. The whole beauty of pay per click marketing is the fact you can bid on keywords so your ads don’t even show up unless the user of the computer types in those keywords or some variation depending on what your are bidding on.
Do you get charged per click? Of course, but it’s a whole lot better than getting stuck in a yearlong Yellow Pages contract without any indication that the ad you are placing, stuck for a year, actually works to drive phone calls. With a pay per click ad you literally get to know that important truth often in a day, but absolutely in two weeks.
But most importantly, you already have an interested mind. Pay per click marketing is the most parallel marketing medium to the Yellow Pages. That means when they click, they’re interested, and that is a great place for a marketer to be.
For those digging into mortgage marketing online this is a great resource to learn about getting more mortgage leads through pay per click marketing.
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